This week marks the publication of Capturing New Markets: How Smart Companies Create Opportunities Others Don’t. The book is being released worldwide by McGraw-Hill. It draws from my personal industry-building experiences, a wide range of academic literature, as well as business history and current headlines.
Capturing New Markets covers topics such as how to find latent needs, assess markets that don’t exist, target foothold customers, select channel partners, time market entry
appropriately, succeed in emerging markets, and organize large companies to pursue new markets nimbly. These topics build on the foundation of my mentor, Harvard’s Clayton Christensen, while extending in new directions. Through more than 150 examples, from Roman Egypt to the iPad, the book shows how the principles of market creation have illustrated themselves time and again throughout business history.
More information about the book is available at its website. The book can also be ordered from Amazon.com and other major booksellers, in hardcover and in major e-book formats.
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